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The challenge of appealing to Millennials and Generation Z

Dividing age groups into manageable, targetable sections makes a lot of sense, but of course it does not come without drawbacks.

There are obvious differences between the generations, and the ability to profile a person’s consumption based on their date of birth saves a lot of time, but it only works on large scale and does not take into account localised preferences. It is, in essence, a very broad-brush approach to product development. But, despite recent focuses on increased personalisation of personal care products, the industry remains largely structured in favour of a ‘one size fits all’ format.

In recent months there has been some discussion on how to create products that appeal to consumers who fall under the terms ‘Millennials’ and ‘Generation Z’. On the face of it, these two groups have very similar values, and importantly both have grown up with the internet and social media as an ordinary part of their lives (‘digital natives’). But there are some subtle differences between the two, which can make creating products tricky.

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Upcoming Events

in-cosmetics Korea 2022

Hall C, Coex, Seoul, South Korea
13 - 15 July 2022

SCSS Suppliers Day - SINGAPORE

SINGAPORE MARRIOTT TANG PLAZA HOTEL
Thursday 25th & Friday 26th August 2022

32nd IFSCC Congress

Park Plaza Hotel, Westminster
19-22 September 2022

in-cosmetics Latin America 2022

Expo Center Norte, Sao Paulo
21 - 22 September

Cosmetorium 2022

Palau de Congressos de Barcelona
28 - 29 September

SEPAWA 2022

Estrel Congress Center, Berlin
26 - 28 October

Access the latest issue of Personal Care Magazine on your mobile device together with an archive of back issues.

Download the FREE Personal Care Magazine app from your device's App store

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